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Alcohol Advertising and Youth
SOC1001: Introduction to Sociology
December 18, 2011

Alcohol Advertising and Youth

Researchers are investigating alcohol advertisement and youth in today’s society because advertising is leading to positive beliefs about alcohol causing drinking to increase. This is a problem that needs serious attention and needs to be dealt with. “National as well as state-level longitudinal studies in the United States have found that exposure to alcohol advertising in various venues – including broadcast, print, outdoor, point-ofpurchase and sporting events – can predict onset of drinking and heavier drinking among young people (Jernigan, Ostroff and Ross, 2005) Camy’s (2005) analyses rely on statistical sources and measurement concepts standard to the advertising media planning and research field, but to our knowledge rarely accessed by public health researchers. They are based on the merging of two sets of commercially available databases: occurrence tracking (for brand advertising) and audience estimates (for various demographic groups). (Jernigan, 2005) The data are calculated at the local market and national levels and are reported using the advertising industry standard measures of audience composition, gross impressions, and gross rating points. (Jernigan, 2005) In the journal, it states two compositions: Audience and magazines. Audience composition refers to the percentage of the audience that meets different demographic criteria. For instance, young people ages 12-20 are approximately 15% of US population aged 12 and above. (Jernigan, 2005) A magazine audience composition of more than 15% 1220-year-olds will be likely to create the situation where youth are more likely per capita to see the magazine than adults over 21 years, the legal drinking age in the United States. In analyzing magazine advertising alcoholic beverages in 2003, Camy found that young people aged 12-20 were exposed per capita to 48% more beer ads, 20%...
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